Films like ITEM are increasingly being discussed as a challenge for Pakistan’s cinema revival. Film critics and analysts say such productions may be hurting long-term creative growth. While these movies aim to attract audiences, concerns remain about their overall impact.
According to reports by The Express Tribune, ITEM relies heavily on loud visuals, dance sequences, and familiar commercial elements. Critics argue that these features fail to compensate for weak storytelling and shallow narratives. Many believe the film focuses more on style than substance.
Analysts say movies like ITEM reflect an outdated approach to filmmaking. This mindset prioritizes short-term box office appeal over meaningful cinema. As a result, deeper social themes and cultural representation often take a back seat.
At a critical time for Pakistani cinema, experts stress the need for innovation. Strong scripts, original ideas, and authentic storytelling are seen as essential for growth. Competing with regional and global film industries requires more than formula-based entertainment.
Critics warn that repeated reliance on such films could lower audience expectations. This trend may overshadow projects that attempt to offer fresh narratives and artistic depth. Independent filmmakers and serious storytellers often struggle to gain visibility in such an environment.
However, some industry voices believe commercial cinema still has a place. They argue entertainment and quality storytelling do not have to exist separately. A balance between mass appeal and strong narratives is possible with thoughtful direction and writing.
The debate around ITEM highlights a broader discussion within the film industry. Is commercial cinema slowing creative progress, or can it evolve with changing audience tastes? Many believe the answer lies in responsible filmmaking.
Viewers today are more exposed to international content. This exposure has raised expectations for quality and originality. Films that fail to adapt risk losing relevance over time.
As Pakistani cinema moves forward, industry experts emphasize learning from criticism. Sustainable growth will depend on embracing creativity while respecting audience intelligence.
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The discussion sparked by ITEM serves as a reminder. The future of Pakistani cinema depends on choices made today.
